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A short lesson on getting more sales on your website by being a lobster.

Yes, a lobster.

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I made something for you:

Introducing word-for-word templates to transform your website from meh to magnetic...in just one night.

Artists tell me writing for their website is painful.

It's hard to get words on the page.

It's hard to tell when it's "good enough."

It's hard to get people to read, click, subscribe and BUY.

How about we make it EASY?

Clare Yuille Indie Retailer

Hi, I'm Clare Holliday, founder of Indie Retail Academy. I've taught 20,000 artists to sell their work without hyperventilating into a sandwich bag.

Not going to lie -
I'm worried about creative people
like you burning out.

I've been there and I'm now a bit obsessed with helping others avoid it.

Every Friday, I send an email to thousands of creative people asking "How's it going?" in their business.

They reply and tell me what they've been working on, what they're planning and how they feel about their current situation.

I see two things in my inbox every week:

Overwhelming stress and huge workloads.

This shouldn't be your business-as-usual. It's a sign that you're working far too hard.

Wouldn't it be great if things were easier?

Not just for a day or two, or for a couple of months in the year, but all the time.

That'd be life-changing, right?

But how?

Since hypnotising woodland creatures into being your unpaid interns is out...

I turned back to my inbox and client notes to search for clues.

Here's what I realised.

Getting stressed and overwhelmed happens to smart people.

And it happens to experienced people, not just beginners.

There are artists who are excellent at what they do, have a solid product and ambitious plans...and then it's like they hit an invisible ceiling.

They can't seem to grow past a certain level. Their businesses are always in survival mode, with all of the stress and worry that entails.

Why do some artists get stuck on that hamster wheel - always running but going nowhere?

And how do some artists stack success on top of success until you wonder if they're blackmailing a leprechaun?

Suddenly they're Instagramming huge sacks of orders waiting to be taken to the post office, or the latte they've bought themselves to celebrate their 5,000th item sold this year.

How the heck did they get there, even though they started in the same place we did?

What do those artists have going for them?

Are they just special? Or lucky?

Nope.

I'll tell you...

But first let's talk about the lobster guy.

Elizabeth Gilbert tells a story about a young painter who moved to France, hoping to be inspired by the artistic treasures of Europe.

He was broke but at least he was painting every day and he spoke to everyone he met.

Somehow he got talking to a group of fancy young people in a café. They invited him to a fabulous party at a castle in the Loire Valley that weekend.

A costume ball attended by the rich and famous - even royalty.

Unfortunately, he missed one important detail in translation. The theme of the party was "a medieval court."

He went as a lobster.

When he saw the glittering crowd waltzing elegantly across the ballroom that night, he wanted to run away in shame.

He'd worked so hard on his costume and dreamed about the wonderful evening ahead.

But now people weren't going to see and talk to him in the way he'd hoped because he was dressed like a flipping lobster.

He looked like he wasn't meant to be there.

The same thing can happen with your business.

If you don't have your website basics in place and done properly, like:

  • Attention-grabbing headlines

  • A persuasive opt-in form

  • Clear and confident calls to action

  • Spell-binding product descriptions

  • A laser-focused About page

...Buyers won't take you seriously enough to buy from you.

Looking like you're "not meant to be there" confuses and scares them. They click the "back" button and go find another seller to buy from.

The result?

Crickets in your inbox and a sinking feeling when you check your bank account.

Are you accidentally scaring
customers away?
(Because we can fix that.)

We'll come back to the lobster guy in a sec.

(You're going to like what he did next.)

But here's what I want you to know:

You can have the best products in the world. A beautiful website. The best customer service.

But what's the first thing a potential buyer sees?

It's not your product or your service.

It's your writing.

Specifically, the writing on your website and in your emails.

That's how people decide, in a split-second, whether to take you seriously enough to consider buying, or not.

So if you're wondering why you aren't seeing the results you want from your business, here's one reason:

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TRUTH #1

To customers, you are what you write.

Marketing = waving hello to potential buyers and saying "Come over here! I've got something you might like!"

The "waving hello" part is the format - how you signal to people that you exist, like having a website.

The "Come over here!" part is the invitation - what you actually say on your website to make people *want* to spend time (and money) with you.

The very simple truth is:

What you write affects how people feel.

And how they feel affects what they do next.

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Click away with the speed of a ninja...

Or stay and shop.

To potential buyers, it all depends on the writing they see from you in the first few seconds.

It matters that much.

But there's more.

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TRUTH #2

"Writing" is different from "writing that sells."

Everyday writing is about getting your reader to think about something.

Copywriting is about getting your reader to DO something.

Ideally, BUY something.

This the second big mistake artists make when marketing their stuff.

Writing something (or anything) isn't enough.

That's just noise. Like this:

Ella Wilde is a mixed-media artist. She trained at the Edinburgh College of Art (1999-2001.) Solo exhibitions in London, York and Edinburgh. Prizes include: Bright Spark (2001,) Squirrel Scholarship (2002,) Ella’s work is inspired by W.G Houghton and the Sea Nixie school of artists.

No-one wants to read it.

But when you understand the whole point of writing for your website is to get people to do or buy something...

And when you've got templates showing exactly how to do that laid out in front of you...

It's so much easier to write words that make people want to take action.

Because you have a reason to write now. You have a clear purpose.

See how that works?

Here's another little thought.

 

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TRUTH #3

Writing that sells isn't salesy.

Many artists are terrified of seeming pushy.

It's a deep, painful, paralysing fear.

"I can't stand the thought of pushing my stuff onto someone."

I hear this from creative people all the time.

But here's the crucial thing they're missing.

Great copy doesn't sound salesy, shouty or pushy.

It sounds natural.

Just like it would if you sat down with a friend, listened to their problem then helped them in a caring way.

Zero pressure. No need to fire up the hype machine.

When those things creep into your marketing, you start to sound like everyone else.

And when you sound exactly like the 50,000 other sellers begging for their attention, buyers have no particular reason to choose you.

But imagine if you could take your conversation with your friend - all your personality, attention to detail, care, knowledge and kindness - and scale it up.

Instead of helping 1 person, you could help 100.

Or 1000.

Or 5000, then go buy yourself a latte.

That's what great copy can do for your business.

But hang on, because here's what the lobster guy did next.

He didn't run out of the ballroom in shame that night.

Instead, he remembered he was an artist. That gave him the courage and creativity to do what he did next.

He walked to the middle of the floor.

The orchestra squeaked to a stop. Stunned guests gathered around him, staring at his dangling antennae, foam claws and bright red face.

Finally, someone asked him what on earth he was supposed to be.

He took a deep breath, bowed deeply and said:

"I am the court lobster."

Silence.

Then delighted laughter and the sound of several hundred European aristocrats falling in love with him on the spot.

Why?

Because he owned his weirdness.

He didn't try to blend in.

(Which is what artists often think they have to do to make sales.)

He didn't pretend to be just like everyone else.

Despite his outfit, that artist really showed up to the party as himself...

...and the guests LOVED him for it.

You can have that, too.

With a little know-how and some help getting started, you can be an unforgettable, lovable lobster to a growing audience of customers.

Someone they like, trust and immediately think of when it's time to spend money.

Listen, other people can copy your products, clone your website or hire more customer service staff than you.

But nobody can ever BE you.

When you've got your website basics in place AND you know how to make them your own, you are utterly, captivatingly unique.

There are dozens of little touches that can give your website the personal edge it needs to capture customers' attention.

When you get them working for you, people will:

  • Sign up to your mailing list

  • Share your website with their friends

  • Read your blog posts

...And buy your work again and again.

It sounds simple - and it is.

The hard part is getting all the raw copywriting material that's inside your head onto the page.

And that's where I can help.

I'm excited to introduce you to Website Words.

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Done-for-you copywriting templates to delight your people and make them want to buy your stuff.

Here's what's inside.

  • 2 About Page templates

    Fully fleshed-out and explained in detail.

  • 3 Ready-Made Blog Posts

    Complete posts, ready to customise.

  • 1 Snappy Description template

    + 20 swipeable examples.

  • 5 Guarantee templates

    Clear, confident wording.

  • 5 Yikes Page templates

    Fun 404 pages to get people back on track.

  • 79 Call To Action templates

    Get visitors to say "Yes!" to you.

  • 5 Opt-in Form templates

    Make people EXCITED to get your emails.

  • 30 Headline templates

    + 150 examples of how to use them.

  • 5 Contact Page templates

    Likeable, approachable, easy.

  • 16 Testimonial templates

    Plus scripts for asking for them.

  • 52 Blog Post Topic templates

    +156 curiosity-provoking titles.

  • 5 Product Description templates

    Powerful, simple, all laid out for you.

Take a peek!

About Pages
Blog Topics + Titles
Opt-In Forms(1)
Blog Posts
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YOU can get better results from your website words, fast.

You don't have to be an expert copywriter to use these templates.

You don't even have to be a "natural writer."

All you need is a few hours and a decent idea of what you make and who you make it for.

You can get more persuasive writing in place on your website in time for the Christmas rush, even.

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These templates work for all kinds of website visitor.

They're good for regular people who come across you online.

They're good for your existing customers.

They're good for retailers who're checking you out before deciding whether to place an order.

These templates are confident, clear, warm and professional.

Feel free to chop them up, switch things around and give them your own twist...

The point is you're not starting from scratch anymore.

Oh, one more treat for you!

3 Editable Canva Gift Guide Templates.

Gift guides are a smart addition to your selling toolkit, especially at this time of year. We're giving you 3 Canva gift guide templates - all you have to do is drop in your own photos (we'll show you how.)

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3
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Ready to dive in?

Download ALL of these
templates today...

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...and turn more of your
browsers into buyers.

Here's everything you're about to have at your fingertips.

  • 2 About Page templates

    Fully fleshed-out and explained in detail.

  • 3 Ready-Made Blog Posts

    Complete posts, ready to customise.

  • 1 Snappy Description template

    + 20 swipeable examples.

  • 5 Guarantee templates

    Clear, confident wording.

  • 5 Yikes Page templates

    Fun 404 pages to get people back on track.

  • 79 Call To Action templates

    Get visitors to say "Yes!" to you.

  • 5 Opt-in Form templates

    Make people EXCITED to get your emails.

  • 30 Headline templates

    + 150 examples of how to use them.

  • 5 Contact Page templates

    Likeable, approachable, easy.

  • 16 Testimonial templates

    Plus scripts for asking for them.

  • 52 Blog Post Topic templates

    +156 curiosity-provoking titles.

  • 5 Product Description templates

    Powerful, simple, all laid out for you.

+ 3 Canva Gift Guide templates!

  • Free Updates

    Indie Retail Academy classes are regularly updated based on student feedback and what's new in selling creative products. You'll never have to pay for the most recent version.

  • Lifetime Access

    You’ll never lose access to your training. If you have to take time off, pick right back up where you started. Your materials are always available.

  • Brilliant Support

    If you ever get stuck or need help, you can easily send me a message and get my support. I'm here to help.

Do these templates work for regular customers?

Yes. These templates help you create a professional, personality-infused website. Whether your visitor is a regular shopper who's come across you online, an existing customer, a retailer checking you out or someone else, they'll work hard for you.

What format are the templates in?

They're PDFs, except for the Gift Guide templates which are editable Canva files.

Do I need to pay for Canva to use the Gift Guide templates?

Nope, they're editable with a free account. Anthony's recorded a video to show you how to do it.

What results can I expect?

These templates are designed to snag you more sales, more subscribers, more blog readers and more enquiries about working with you.

Your mileage may vary, but if you put in the work, great things are likely to happen.

What else can I use the templates for?

Lots of what you'll learn is applicable to your mailing list, too. You can use the Blog Post Topics templates, for example, to plan out what to send your subscribers over the next couple of months. They're versatile.

What if I have a question that's not covered here?

Easy - just get in touch with me here, or at clare@indieretailacademy.com, and I'll get back to you personally.

Let's get your website words
working harder for you.

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